Pengaruh compulsive buying terhadap respon pada contextual elements di situs daily deals yang dimediasi oleh social dan hedonic motivations

Adi, Yokhebed Faranindya Wikansatit (2018) Pengaruh compulsive buying terhadap respon pada contextual elements di situs daily deals yang dimediasi oleh social dan hedonic motivations. Masters thesis, Universitas Pelita Harapan.

[img] Text (Title)
title.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (982kB)
[img] Text (Abstract)
abstract.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (161kB)
[img] Text (ToC)
toc.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (308kB)
[img] Text (Chapter 1)
chapter 1.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (400kB)
[img] Text (Chapter 2)
chapter 2.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (519kB)
[img] Text (Chapter 3)
chapter 3.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (392kB)
[img] Text (Chapter 4)
chapter 4.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (550kB)
[img] Text (Chapter 5)
chapter 5.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (173kB)
[img] Text (Bibliography)
bibliography.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (240kB)
[img] Text (Appendices)
appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (352kB)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perilaku compulsive buying pada situs daily deals terhadap faktor hedonic, utilitarian, social normative, dan social comparison, serta pengaruh mediasinya terhadap contextual elements seperti offer distinctiveness, discount size, number of coupons sold, quantity restrictions dan time restrictions. Penelitian ini dilatar-belakangi oleh berkembangnya bisnis e-commerce di Indonesia salah satunya daily deals yang didukung pula oleh kencenderungan konsumen Indonesia dalam mencari potongan harga. Penelitian ini dilakukan di DKI Jakarta, dimana pengambilan sampel menggunakan judgement sampling dan didapatkan 77 responden dengan frekuensi berbelanja sebanyak >4x per bulan. Pengumpulan data dalam penelitian ini dilakukan dengan cara menyebarkan kuesioner melalui dua cara, yaitu online dengan link google form dan offline dengan penyebaran kuesioner langsung. Data yang diperoleh kemudian diolah menggunakan PLS-SEM untuk menjelaskan hubungan antar variabel yang diteliti. Berdasarkan penelitian yang dilakukan didapatkan beberapa hasil bahwa compulsive buying hanya berpengaruh positif terhadap hedonic motivations, social normative, social comparison, quantity restriction, dan time restriction namun pengaruhnya tidak signifikan terhadap utilitarian motivations, offer distinctiveness, number of coupons sold, dan discount size. Kesimpulan lainnya, hedonic motivations dan social normative memediasi hubungan compulsive buying dengan contextual elements yaitu discount size, dan time restrictions. Social comparison tidak memediasi hubungan compulsive buying dengan number of coupons sold secara signifikan. Sementara hedonic motivations dan social normative tidak memediasi hubungan compulsive buying dengan offer distinctiveness, quantity restrictions, dan number of coupons sold.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Adi, Yokhebed Faranindya WikansatitNIM00000020155UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWidjaja, Anton W.NIDN0311116501UNSPECIFIED
Additional Information: T 19-15 ADI p
Uncontrolled Keywords: compulsive buying ; daily deals website ; hedonic ; utilitarian ; social normative ; social comparison ; discount size ; quantity restriction ; time restriction ; offer distinctiveness ; number of coupons sold ; online shopping ; e-commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:21
Last Modified: 19 May 2022 07:28
URI: http://repository.uph.edu/id/eprint/25997

Actions (login required)

View Item View Item